Channel partnerships

Noun

[canna-bal-izm]

Cannibalism (also called product or market cannibalism) occurs when a product released by a company competes for market share with an existing product of theirs. The new product "eats" demand for the old, reducing sales and profit of their existing product. Some amount of product cannibalism is expected with new product launches, and companies normally consider the financial risks and rewards of releasing new products carefully.

Cannibalism can result in overall positive or negative effects on a company's bottom line, and can be either intentional or unintentional. When it's intentional, it's referred to as a cannibalisation strategy. ‍

Example: Leo's team released a new file sharing software, but it soon became apparent that the demand for their other file sharing softwares was plummeting in favor of the new release. They'd caused cannibalism by putting out a product that ate up demand for their other products.

Noun

[con-tent mar-kit-ing part-nur-ship]

Content marketing partnerships are facets of strategic partnerships wherein a company works with a partner to promote through content marketing. Content marketing partnerships work to expand your reach (by exposing your brand to your partner's audience) and boost your SEO performance, both of which can positively affect brand recognition and sales. Content marketing partnerships require alignment on content strategy and should incorporate the best of each company's brand to create compelling content.

Content marketing partnerships can include sponsored content and posts or co-created content. Whether or not the content is sponsored or co-created, it should fit into the wider editorial look and feel of the company posting it.

Example: To see a real-world example of content marketing partnership, check out the collaboration between Intel and Uproxx. Intel wanted to position itself as a top choice for creatives, so they created a co-branded event with Uproxx (a culture and lifestyle magazine) wherein creators presented work they made through Intel. Both brands got to benefit from exposure to each other's audiences.